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Marketing: The humanistic approach

Marketing: The humanistic approach

April 20, 2020

ECS’s CEO and Marketing Director Felicity Rabbitte discusses the importance of a humanistic marketing approach.

ECS’s CEO and Marketing Director, Felicity Rabbitte on how their humanistic marketing approach which they have used to build their own brand.

The humanistic marketing concept is often referred to as a more ‘personal’ marketing approach and is a relatively new marketing methodology that is often overlooked, is unknown or seen as a waste of time, by some companies. According to Rabbitte “it doesn’t instantly scream ‘sell’ – to the naked eye, but what is selling? Is it capturing a customer through a simple offer or by creating a successful customer relationship to the point where your customer is more of a friend? Surely it can be both?”

ECS suggest that a humanistic approach can help you to do the latter, which can be more positively profitable in the long term.

Rabbitte explained “The concern of a humanistic marketing approach is to create a more ‘personal touch’ for each of your customers, enabling you to establish rapport with those who you see as potential customers.”

Marketing is all about human connections and where we use technology, bots, automation and Artificial Intelligence (AI) to engage with people. AI is being used more and more to qualify and generate leads. David Connett, Partner at media and marketing company, Connett & Unland GbR, says “it’s easy to relegate the human interaction as you strive for productivity, but converting prospects to customers is the marketing challenge, and once you have a lead do you focus on price or take a longer term relationship model? Human engagement is essential to establish strong long term connections with customers who are more likely to pay premium prices.”

The ECS experience over the years suggests that “prospects are more likely to become clients of companies who they trust, like and relate to, but this is only achievable with a humanistic marketing approach. Without this approach your brand may lack personality, making it near impossible for customers to relate to you. Regardless of the product you’re selling (even toner cartridges!) your approach should be humanistic. Getting the balance right is so vital” Rabbitte commented.

Rabbitte continued, “Communication online is important, but it isn’t everything. You have to get out and meet your clients. We often meet our clients, even if it’s for a catchup over a coffee or lunch. It’s the small personal touches that make a difference when it comes to converting a prospect to a client, or making a new client a client and friend for life.”

ECS suggests that the reason behind this is because customers want to know who is behind the telephone, who is behind your marketing releases, who runs your company? ECS explained that in their case, the majority of the ECS client base know the directors in quite some detail, as well as some other members of staff, including a lot about their personal lives. This is simply because their clients appreciate ECS more by being able to associate a face with the brand.

On the topic of humanistic marketing, ECS concludes “…during the worlds current crisis. Shoving products and offers in people’s faces isn’t necessarily the smartest idea. Relating to your customers (who are more than likely in a similar situation to you) is a fantastic way to create new relationships and potential customers ready for when the world is back to normal.”

Categories : Around the Industry

Tags : Business ECS Humanistic Marketing

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